Usage of indicators of innovativeness in marketing performance assessment in companies in Slovakia

Abstract

At present, measuring of marketing performance should be an integral part of a comprehensive evaluation of the performance of a company. In this context, the paper points out the trend of the increasing number of indicators used in the area of marketing performance assessment and summarizes the most commonly used indicators in this area, with an emphasis on the innovativeness indicators. Following the theoretical bases it subsequently presents the results of the research more broadly aimed at the issue of marketing performance assessment in companies in Slovakia. The presented results are focusing mainly on the usage of indicators of innovativeness, which have been in companies in Slovakia identified as the least preferred category of indicators in the context of marketing performance assessment. The overall results of the implemented research suggest that the general trends in the examined area to a large extent apply also to companies in Slovakia.